3 things you can do right now to launch your next content marketing initiative

Ready to start thinking about a new content initiative? Whether you’re a seasoned content marketer or you’re trying out engaging B2B content for the very first time, here are three things you can do to ramp up your efforts for success right now, without leaving your desk.

1. Figure Out How Your Customers Look for Answers

Marketers often start with their products, then try to connect with potential customers based on their attributes. Don’t make that mistake. Prospects are more likely to identify with their own internal pain points and seek out solutions to those specific problems.

Begin your quest for content by putting yourself in their shoes and determining where they’re likely to look for answers. They’ll most likely look for real-world examples in their industry that represent solutions to problems similar to theirs. You may find that framing a solution in the context of a story or statistical observation is the best way to grab your prospects’ attention.

2. Choose Content Types You Can Put in Front of Those Customers

Marketers often make SEO their first priority. In reality, your prospects may begin their search for solutions online, but invariably that search will transition into leapfrogging between various links and references that seem trustworthy. Creating content with inherent value increases its ‘trustworthiness’ in that regard.

What can you do right now? Prioritize a whole range of content types using your own unique research, the details of which you can determine later with your team. You should include social content, search-friendly blog posts and even gated white papers or infographics to capture your prospects’ attention, no matter where they are in the sales funnel.

3. Take the First Internal Step Towards Putting Those Plans in Motion

Once you’ve got the basics, shoot an email over to the key stakeholder on your team who is going to make the call on your next content initiative. You should have enough basic details to get the conversation started. Link that person to our recent post on all the different types of content you can create with a single data set, and you will have made your point effectively.

You’ll be surprised to see how organically a conversation about engaging your customers on their terms with value-added content can evolve into a highly successful, multi-tiered campaign. Feel free to reach out and we’ll share how it works.